Metric Monday: What Does Marketing Report to the Board and Senior Leadership? Benchmark Data

saraboostani

Hi all,

As a part of this year's Marketing Attribution and Contribution Research, we asked 700+ B2B marketers what they report to their Board and senior leadership. Forty-two percent of our sample said that they report at least one metric to the Board, but most report two to three (2.4).

This year’s data show that organizations are largely focused on the bottom line for marketing—closed-won deals that marketing has sourced or influenced. Marketers also reported on the early-stage opportunities that precede closed-won deals.

Surprisingly, marketing is reporting how many accounts are engaged on the website at a higher rate than pipeline or MQLs. We applaud the reporting of this metric but are nonetheless surprised that it would register reliably ahead of pipeline produced. It is worth noting, however, that there is substantial variability.

We are very pleased to find that MQLs and Leads are clearly second-tier metrics for reporting to the board.

We'd love to get your reaction to this. Are there any metrics you think should be given more attention in Board reports?

@Kerry